lululemon SeaWheeze

Curating Active and Lasting Communities

CAMPAIGN OVERVIEW

lululemon SeaWheeze 2014 inspired 30% more conversations on social media than 2013 by bridging online and offline communities in real time with curated fan content displays.

30%

Increase in posts
compared to 2013


1725x

Audience Amplification
for every post author


6,900,000+

Potential People Reached on Twitter & Instagram

We heard so many runners in the corrals pre-race and at the Sunset Festival reminiscing when they saw their images on the screens. You can’t ask for a better reaction than two strangers connecting over a shared brand experience.

Ben Turner


Brand Community Specialist lululemon

CAMPAIGN GOAL

Inspire Sustainable Support Network

lululemon athletica needed to create a community that stretched far beyond race day. Training and running doesn't stop at the finish line, so they aimed to continue their presence in the conversations organically occurring among their engaged runners. By identifying and connecting with influencers and top participants, they hoped to fuel these conversations and continue to encourage participation as leaders in their community.



CAMPAIGN SOLUTION

Delight with Community Displays

Putting posts by their runners in the spotlight on the SeaWheeze homepage, lululemon homepage, massive screen on race day and beside performers at the Sunset Festival proved the importance and effectiveness of recognizing their guests. Highlighting guest success, memories and moments inspired runners to get involved and join the virtual and actual SeaWheeze community. Smart moderation dictated which social media posts appeared on various displays and pages, creating unique and engaging experiences on every touchpoint. Like-minded guests used the screens and online feeds to share tips and inspiration with each other before, during and long after the half-marathon was finished.


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